Delivering content to mobile phones is technically feasible with third-generation (3G) mobile devices. These use 3G Partnership Project (3GPP) profiles based on an MPEG-4 derivative using the H.264 codec. At the available bit rates, every transmitted bit must carry useful data. The consumer or the operator is paying by the packet; thus, a compression system that wastes packets also wastes money. Customers will not put up with that for very long.